Audi announces new design chief: Massimo Frascella will take over and lead the design of future models

Audi Motors officially announced a major personnel change. Massimo Fraschella will take over from Mark Licht on June 1 this year and will take charge of Audi's design department. He will lead the design of future new models, including the high-profile electric vehicle range.

It is reported that the new design director Massimo Fraschella has rich design experience in the automotive industry and has held senior positions at Ford and Kia. Since 2011 he has held senior positions within the Jaguar Land Rover Group, most recently becoming Head of Design for both brands. His outstanding works include the Land Rover Defender, Discovery, Velar and Range Rover among many other well-known vehicles.

Audi said that the addition of Massimo Frascella will provide a new direction for the design of future Audi models. As technology continues to innovate, these changes will have a significant impact on design and functionality across various market segments. In order to better meet this challenge, Audi decided to strengthen the close cooperation between the design department and the management board.

Fraschella said with great anticipation that joining Audi is a very important moment for him. He feels honored to take on the role of Chief Creative Officer, leading a team of talented designers to shape the future of the Audi brand. He firmly believes in the emotional power of design to inspire, connect and drive change. He will be committed to driving creativity as it is part of the core of the brand.

He also particularly emphasized the simplicity of his design concept and emphasized the pursuit of a style without unnecessary decoration, which not only keeps up with the trends of the times, but also displays timeless aesthetics and refinement.

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